MSCM 150 Sp10
Week 1
Chapter notes
VIVIAN – Chapter 1
The media are ubiquitous. We live in a culture that is saturated by
mass media content.
Key Concepts
Medium: a technology that comes between the sender of the
message and the receiver of the message
Mass: a large audience for media messages (one source to many
receivers)
Therefore - A mass media organization utilizes technology to send
messages to large audiences.
Functions of Mass Media
Information
Entertainment
Persuasion
Community building through personal dependence
These functions create a culture of media dependence, a symbiotic
relationship of citizens and content providers.
Elements of Media Literacy
Factual foundation
Media dynamics
Media effects
Media issues
Elements of Media Awareness
Form
Message (content) vs. messenger (distribution)
Motivation awareness (of the content provider)
Limitations
Traditions
